Advanced Ads: Execs Say Better Measurement Top Pick for Development

Better creativematerials, unified pricing and a big second screen push.

These are among therecommended keys to success in today's landscape woven through a panel Wednesdaytitled "Full-Contact Marketing -- Using Interactive, VOD and Addressableto Extend Linear Advertising." The session was part of the AdvancedAdvertising conference at New York's Roosevelt Hotel that was sponsored by Broadcasting & Cable and Multichannel News.

Moderator Todd Spangler,technology editor of Multichannel News,asked the group what one development they looked forward to over the next year.Better measurement was a unanimous choice, but then individual answers emerged.

"Consistentlygood creative," said Damon Williams, VP of programming and contentdevelopment for Music Choice. "If we're going to engage consumers acrossplatforms the creative really has to be good."

Later, talk turnedto pricing. "My guess is you'll see single pricing for all screens,"said Jonathan Bokor, senior VP and director of advanced media for MediaVest."That is what several programmers have been indicating."

Of all platforms,mobile deserves attention for one quality in particular, noted Warren Lapa,group VP of digital products and business development for Time Warner Cable Media."If you hold a second screen ad in your hand, you can't skip thatad," he said.